Gartner for Marketers Research

Insight Report February 11, 2020

China: Activewear

From athleisure and streetwear to yoga, running and outdoor sports, China’s activewear market is booming thanks to a wide range of rapidly growing customer segments. To gain market share, activewear brands are using digital tools to target specific consumer groups based on their fitness interests and fashion tastes. Brands are leveraging e-tailers, social platforms and mobile apps to generate customer loyalty and cultivate communities among both lifestyle- and performance-focused activewear shoppers. This includes tactics to create tailored, audience-specific social content across apps like Weibo, RED and Douyin (TikTok), partnerships with niche apps focused on fitness and sneakers and engagement-focused loyalty functionality across site, WeChat and Tmall.